Dedicated to the success of this nine-month project, I also collaborated with the marketing team on the company rebranding and the design of: a new website using Webflow, landing pages with Unbounce, Pitch Deck design in Figma and Google Slides, and AD materials for social media.
soniq brand experience implies modularity and digital.
With the aim of keeping the user experience of the soniq brand independent and strong alongside Kärcher, while occupying an exclusive position and confidently positioning soniq as a leader in the industry, the brand personality must be recognisable and kept consistent in the product as well.
The consistency of the branded user experience will ensure, along with performance and design focused on user needs, a robustness and memorability worthy of a pioneering brand.
After conducting competitor research and analyzing the brand positioning and target audience, I proposed a brand refresh shifting the brand identity from the previous entirely black and abstract concept to a look&feel that exuded cleanliness, clarity, reliability, femininity and innovation.
Main colours for the platform new brand are: White, Violet, Royal blue.
Violet and Royal blue are the accent colours that radiate modernity and innovation.
Violet sets the company apart from the competition and adds a feminine touch.
Royal blue is intended to give orientation in navigation and onboarding transparency.
The fonts were not changed as the font already in use by the marketing department is a clear, sans-serif font, which was already optimal for the readability of the analyzed target audience (including people over 50 years old).
After reimagining the brand and incorporating the new look and feel into the product's UI, I worked closely with the CPO, CTO, and UX writers to craft the design of the new website that I developer with Webflow.
This allowed us to create a responsive website that looks and functions great on all devices. We also integrated various features such as a contact form.
Utilizing Webflow, I designed the entire website and a few landing pages using also Unbounce.
Additionally, I was responsible for creating all the visual designs that enhance the site's aesthetics and illustrate its features.
With the new brand in place, I collaborated with the Marketing team to design a series of social media ad posts that quickly garnered impressive conversion rates among our specific target audiences.
I personally designed the photography of people using Midjourney AI, conducting extensive research on our target demographics. I wrote various prompts with detailed descriptions of lighting, characters, and photography style to best represent our product users. This was a game changer for the marketing team, we speed up the production avoiding expensive photo shootings and I had full control on Art Direction of photographic details.
The new MVP of the platform and the updated brand were presented to clients through a comprehensive pitch deck that I personally designed, with support from the CPO.
